Endorsements can be about more than money

Packers wide receivers Davante Adams, Jordy Nelson, Randall Cobb (facing away) have a laugh in the fourth quarter of their victory over the Carolina Panthers at Lambeau Field in 2014.(Photo: Kyle Bursaw/Press-Gazette Media)Buy Photo

Make no mistake, athlete and celebrity endorsements are about money, on both sides of the equation. But sometimes they are not solely about money.

Both Associated Banc-Corp. and Bellin Health say their partnerships with Green Bay Packers players are more than having popular celebrities hawking their products. Associated has agreements with Jordy Nelson, Randall Cobb and Davante Adams, while Bellin Health also has a relationship with Nelson.

Just as companies are looking at multiple factors, so are players. An endorsement agreement can allow them to support a cause or business they like (and get paid for doing so). It can grow or cement their place in the community and it can lead to post-career opportunities.

"There's a high level of due diligence that goes into selecting someone to represent your organization," said David Sengkhammee, director of marketing for Bellin Health. "(Nelson's) known as someone who's going to give you an authentic review of something. I think he chooses his partnerships as carefully as corporations do."

Christopher Piotrowski, senior vice president and chief marketing officer of Associated Banc-Corp., said there were several factors leading to the bank signing Nelson, Randall Cobb and Davante Adams, including that all three are Associated customers. Nelson, for example, is a Midwesterner (from Kansas) and has a good work ethic, attributes the bank wants to be connected to. Piotrowski said negotiations with all three Packers went quickly.

"This very much was not a conversation about money," he said.

The deal includes commercials and personal, though not necessarily public, appearances. For example, the players talk to key business leaders.

"It helps them build relationships with businesses and it helps build their professional brands," Piotrowski said. "We help them increase their breadth and depth."

Associated's goals are to drive awareness among consumers, to be in the top three businesses consumer would consider if looking for a financial institution and providing ways for customers to get signed up quickly and easily.

Bellin believes that men, a target demographic for their campaign on preventative medicine, respond to Nelson for much the same reasons that he appeals to Associated.

"It comes down to name recognition and authenticity to that brand," said Shawn Smith, co-founder of X-A-M Sports in Madison, which represents Packers cornerback Casey Hayward. "Someone might not be ( one of) the most popular players, but there could be some real relationship between that player and that brand. And it comes down to what that company can afford."

There are, of course, simple money-making opportunities, too.

"I think everybody is interested in making an extra dollar or two while they have this opportunity," Smith said.

A player doesn't need to be the most popular where he plays. Everybody comes from somewhere.

"We all look to hometowns because that's special," Smith said.

Being a spokesman for an auto dealership is how a lot of players get started, including Brett Favre and Aaron Rodgers. If their performance and popularity increase, so do their opportunities. But they can also cultivate opportunity in other ways.

"Hometowns also work well with schools and churches, because that's where they grew up. At least make an appearance or hold a camp," Smith said. "I do think players can be as active as they want to be off the field. They all don't have to be monetary transactions to be relationships. I have players (who are) very active in their communities and build those relationships on their own."

Contact rryman@greenbaypressgazette.com and follow him on Twitter @RichRymanPG or on Facebook at Richard Ryman-Press-Gazette. Or call him at (920) 431-8342.